By Ferne Langford, Strategic Partnership Director, Zoom Media
Each January, I see the same pattern unfold across gyms and leisure centres. New members arrive with enthusiasm and a genuine intention to build healthier routines. It creates an energising atmosphere and offers operators a meaningful chance to nurture that motivation and build a sense of community. The question is how to help people stay engaged once the early-year momentum starts to fade.
Why rewarding loyalty is key to retention
Retention has always been central to a strong commercial model. Recent research we carried out at Zoom Media highlights the scale of this. Acquiring a new member can cost between 5 and 25 times more than retaining one, and even a 5% uplift in retention can raise profits by 25–95%. These figures underline why loyalty needs attention at the start of the year, when so many people are beginning their fitness journey.
The research also shows that rewards are far more influential than many operators assume. One in five members say incentives play a role in their membership decision, and 90% of respondents rated a rewards programme at seven or higher, out of ten, in terms of importance. These expectations are not being fully met, partly because rewards in fitness have historically lagged behind industries like supermarkets, airlines, and hotels, who have long understood the value of strategic loyalty programmes, while our sector has often treated rewards as a secondary feature.
What members want is clear value and meaningful discounts they can work toward, paired with smaller on-site benefits such as a coffee or protein shake. Combinations like this help create a sense of progression. They also create space to recognise long-term commitment, something members told us is currently missing.
Unlocking the power of first-party data to support retention
One area with huge untapped potential is data. Gyms hold a wealth of insight, and wearables now add an entirely new layer. This makes it possible to recognise activity that happens outside the gym, including home workouts, walking habits, or improvements in sleep. Data becomes a connector that supports members throughout the day, not only when they scan in at reception. When used well, it strengthens the relationship between operator and member because the support feels continuous rather than occasional.
Gamification is another opportunity that stands out. Our research shows that loyalty programmes with game-like features can increase repeat purchase rates by 15–30%. Younger audiences respond especially well to elements such as progress tracking, challenges, and milestone badges; it keeps them coming back because they can see their achievements build over time. International examples, like Bergzeit’s Club programme, demonstrate the deep impact, where members increased their order frequency by 95% and their average order value by 25% after gamified features were introduced.
Rewards can also guide healthier choices. When members see every day positive behaviours recognised, they feel supported in adopting a more rounded lifestyle. This aligns closely with what many operators want to encourage. It also reinforces the longer-term habit formation that helps members remain active past February and well into the rest of the year.
Why positive reinforcement and reward platforms go hand in hand
Positive reinforcement through the adoption of a rewards platform can bring together points, badges, and challenges in a simple structure that helps members stay involved and feeling motivated. It also gives operators the ability to personalise their approach using real data. Brands benefit too, gaining access to an engaged and health-focused audience. Just as importantly, these features help foster a connected community inside the gym. When members can see each other’s progress, celebrate shared milestones, and take part in club-wide challenges, it strengthens the social fabric that keeps people coming back.
January will always bring an influx of new faces. When those individuals feel recognised and supported, the likelihood they stay part of the community grows significantly. Rewards can play a practical role in that journey, helping operators turn a seasonal spike into long-lasting loyalty.
To learn more about Zoom Media and its rewards platform, Motion+, click here.
Zoom Media is a member of the ukactive Strategic Partner Group – find out more here.
Disclaimer: Any views or opinions expressed are solely those of the author and do not necessarily represent those of ukactive.
